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Managing the 
Tug-of-War of Content 
Decision Making 
Through Governance: 
Case Study 
Brande Martin, MA 
Content Manager 
College of American Pathologists 
Intelligent Content Life Sciences & 
Health Care Conference 
San Francisco, CA 
May 9, 2014 
cap.org v. #
The College of American 
Pathologists (CAP) was 
established in 
1946.
The CAP is the leading organization for 
board-certified pathologists and 
second largest medical society in the 
United States. 
© 2014 College of American Pathologists. All rights reserved. 3
The CAP serves 
• patients 
• pathologists, and the 
• public 
by advocating 
excellence in the 
practice of pathology 
and laboratory 
medicine worldwide.
The CAP represents more than 18,100 
practicing pathologist members from 
across the United States, Canada, and 
abroad. 
© 2014 College of American Pathologists. All rights reserved.
THE CAP WEBSITE 
6
BACKGROUND OF THE WEBSITE 
Main Audiences: 
• Member Pathologists 
• Laboratory Professional Customers 
Site History 
• “Bricks & Mortar” site architecture set up 
• Center of marketing efforts 
• Push marketing 
• Print model transferred to online 
© 2013 College of American Pathologists. All rights reserved. 7
NO GOVERNANCE PLAN — 
WHO IS THE DECISION MAKER? 
© 2014 College of American Pathologists. All rights reserved. 8
CONTENT TUG-OF-WAR 
© 2014 College of American Pathologists. All rights reserved. 9
NO CONTENT GOVERNANCE LEAD TO… 
© 2014 College of American Pathologists. All rights reserved. 10
• Varied writing styles 
• Mixed messaging 
(subject matter experts 
or marketing) 
• Multiple versions 
of information 
• Broken links 
• No consistent 
taxonomy 
© 2014 College of American Pathologists. All rights reserved. 11
IMPLEMENT CONTENT GOVERNANCE 
Quality 
Content 
Component of 
Content Strategy 
© 2014 College of American Pathologists. All rights reserved. 12
DEFINING ROLES – NEW CORE DECISION MAKERS 
© 2014 College of American Pathologists. All rights reserved. 13
RAPID® DECISION-MAKING MODEL 
•Content Owners 
•Content Manager 
•Marketing Manager 
•Content Owners 
•Content Manager 
•Marketing Manager 
Marketing Message 
Marketing Manager 
Web Content 
Content Manager 
•Content Owners 
•Content Manager 
•Marketing Manager 
Digital 
Team 
Source: Adapted from the RAPID® Model. Bain & Company. 
Subject Matter 
Content Owner 
© 2014 College of American Pathologists. All rights reserved. 14
PROCESSES & WORKFLOWS 
USABILITY PROCESS 
© 2014 College of American Pathologists. All rights reserved. 15
CONTENT MANAGEMENT SYSTEM 
• Requests only from content owners (not all staff) 
• Content owners input basic changes 
• 30-Day content reviews 
• Workflow follows Web team process 
• Decisions & approvals follow RAPID® model 
© 2014 College of American Pathologists. All rights reserved. 16
GUIDELINES (DOCUMENTATION) 
© 2014 College of American Pathologists. All rights reserved. 17
MODULAR-BASED CONTENT FORMS 
© 2014 College of American Pathologists. All rights reserved. 18
INTELLIGENT CONTENT 
Source: Joe Pulizzi 
© 2014 College of American Pathologists. All rights reserved. 19
TRAINING = INTRODUCING CHANGE 
Digital Content Writer’s 
Guide Trainings 
Held 2 or 3 weekly sessions for 
a month with established 
content decision makers. 
o Introduced new 
processes 
o Gave content entry form 
guidance 
o Conducted basic Web 
writing workshops 
© 2014 College of American Pathologists. All rights reserved. 20
CONTINUOUS TRAINING 
• Incrementally introducing 
the changes 
• Providing access to the 
content governance 
materials (staff website) 
• Holding more trainings 
o Workshops 
o One-on-One 
o Group 
• Using blogs, videos, & 
webinars 
© 2014 College of American Pathologists. All rights reserved. 21
MANAGING THE CHANGE 
Content strategists must 
• Hold firm to the content governance model 
• Negotiate, when needed, with challenging content 
owners 
• Be empathetic 
• Reassure content owners of benefits of return on 
investment 
• Rely on the content governance model to 
guide you 
© 2014 College of American Pathologists. All rights reserved. 22
CONTENT OWNER REACTION … 
to the CAP’s Content Governance Plan… 
“It was a very collaborative process and the 
marketing and business users had shared goals that 
made the process work well. 
Thanks for your leadership and direction!” 
© 2014 College of American Pathologists. All rights reserved. 23
KEEP CALM 
AND 
FOLLOW THE 
CONTENT 
GOVERNANCE PLAN 
© 2014 College of American Pathologists. All rights reserved. 24
QUESTIONS 
THANK YOU! 
CONTACT ME: 
Brande Martin, MA 
brmarti@cap.org 
brandemartin229@gmail.com 
Linkedin: www.linkedin/in/brandemartin.com 
Twitter: @brandemartin 
© 2014 College of American Pathologists. All rights reserved. 25

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Managing the Tug of War of Content Decision Making Through Governance: Case Study

  • 1. Managing the Tug-of-War of Content Decision Making Through Governance: Case Study Brande Martin, MA Content Manager College of American Pathologists Intelligent Content Life Sciences & Health Care Conference San Francisco, CA May 9, 2014 cap.org v. #
  • 2. The College of American Pathologists (CAP) was established in 1946.
  • 3. The CAP is the leading organization for board-certified pathologists and second largest medical society in the United States. © 2014 College of American Pathologists. All rights reserved. 3
  • 4. The CAP serves • patients • pathologists, and the • public by advocating excellence in the practice of pathology and laboratory medicine worldwide.
  • 5. The CAP represents more than 18,100 practicing pathologist members from across the United States, Canada, and abroad. © 2014 College of American Pathologists. All rights reserved.
  • 7. BACKGROUND OF THE WEBSITE Main Audiences: • Member Pathologists • Laboratory Professional Customers Site History • “Bricks & Mortar” site architecture set up • Center of marketing efforts • Push marketing • Print model transferred to online © 2013 College of American Pathologists. All rights reserved. 7
  • 8. NO GOVERNANCE PLAN — WHO IS THE DECISION MAKER? © 2014 College of American Pathologists. All rights reserved. 8
  • 9. CONTENT TUG-OF-WAR © 2014 College of American Pathologists. All rights reserved. 9
  • 10. NO CONTENT GOVERNANCE LEAD TO… © 2014 College of American Pathologists. All rights reserved. 10
  • 11. • Varied writing styles • Mixed messaging (subject matter experts or marketing) • Multiple versions of information • Broken links • No consistent taxonomy © 2014 College of American Pathologists. All rights reserved. 11
  • 12. IMPLEMENT CONTENT GOVERNANCE Quality Content Component of Content Strategy © 2014 College of American Pathologists. All rights reserved. 12
  • 13. DEFINING ROLES – NEW CORE DECISION MAKERS © 2014 College of American Pathologists. All rights reserved. 13
  • 14. RAPID® DECISION-MAKING MODEL •Content Owners •Content Manager •Marketing Manager •Content Owners •Content Manager •Marketing Manager Marketing Message Marketing Manager Web Content Content Manager •Content Owners •Content Manager •Marketing Manager Digital Team Source: Adapted from the RAPID® Model. Bain & Company. Subject Matter Content Owner © 2014 College of American Pathologists. All rights reserved. 14
  • 15. PROCESSES & WORKFLOWS USABILITY PROCESS © 2014 College of American Pathologists. All rights reserved. 15
  • 16. CONTENT MANAGEMENT SYSTEM • Requests only from content owners (not all staff) • Content owners input basic changes • 30-Day content reviews • Workflow follows Web team process • Decisions & approvals follow RAPID® model © 2014 College of American Pathologists. All rights reserved. 16
  • 17. GUIDELINES (DOCUMENTATION) © 2014 College of American Pathologists. All rights reserved. 17
  • 18. MODULAR-BASED CONTENT FORMS © 2014 College of American Pathologists. All rights reserved. 18
  • 19. INTELLIGENT CONTENT Source: Joe Pulizzi © 2014 College of American Pathologists. All rights reserved. 19
  • 20. TRAINING = INTRODUCING CHANGE Digital Content Writer’s Guide Trainings Held 2 or 3 weekly sessions for a month with established content decision makers. o Introduced new processes o Gave content entry form guidance o Conducted basic Web writing workshops © 2014 College of American Pathologists. All rights reserved. 20
  • 21. CONTINUOUS TRAINING • Incrementally introducing the changes • Providing access to the content governance materials (staff website) • Holding more trainings o Workshops o One-on-One o Group • Using blogs, videos, & webinars © 2014 College of American Pathologists. All rights reserved. 21
  • 22. MANAGING THE CHANGE Content strategists must • Hold firm to the content governance model • Negotiate, when needed, with challenging content owners • Be empathetic • Reassure content owners of benefits of return on investment • Rely on the content governance model to guide you © 2014 College of American Pathologists. All rights reserved. 22
  • 23. CONTENT OWNER REACTION … to the CAP’s Content Governance Plan… “It was a very collaborative process and the marketing and business users had shared goals that made the process work well. Thanks for your leadership and direction!” © 2014 College of American Pathologists. All rights reserved. 23
  • 24. KEEP CALM AND FOLLOW THE CONTENT GOVERNANCE PLAN © 2014 College of American Pathologists. All rights reserved. 24
  • 25. QUESTIONS THANK YOU! CONTACT ME: Brande Martin, MA brmarti@cap.org brandemartin229@gmail.com Linkedin: www.linkedin/in/brandemartin.com Twitter: @brandemartin © 2014 College of American Pathologists. All rights reserved. 25

Editor's Notes

  1. [With more than 18,000 physician members, the CAP has led as the gold standard in laboratory accreditation for 50 years with more than 7,300 CAP-accredited laboratories in 50 countries.]
  2. [With more than 18,000 physician members, the CAP has led as the gold standard in laboratory accreditation for 50 years with more than 7,300 CAP-accredited laboratories in 50 countries.]